The new identity has also been applied to their planes, which are going through the process of repainting in what Southwest says is a cost-conscious approach. Immediately following its evolution, it was blues skies for Southwest: the brand was named airline of the year and. From planes to snack packaging, the refresh is modern but true to Southwest’s DNA: confident, authentic and full of personality. The Southwest heart was created using the brands traditional red, blue and orange colour scheme and it was created to refresh their identity in way that reinvigorates the brand and ultimately make it friendlier, more appealing to passengers flying within the United States. Complementing the new Southwest logo is a redesign of the brand’s livery, airports and website. Southwest has had several different liveries and logos throughout its 43-year history remaining current and relevant is critical to the sustainability and future growth of the brand. The airline heard that it was important to remain unique and to retain its personality for these reasons, Southwest continues to use the vibrant color palate and striped tail that has long identified the carrier, while adding a modern touch, proudly displaying the Southwest name on the side of the fuselage and presenting the Heart on the aircraft belly. The brand voice of Southwest is embodied in Southwest Sans at all point sizes, whether miniscule or massive, to ensure that every single word counts and carries. Southwest Airlines and its partners did comprehensive research and held numerous focus groups with Employees and Customers to determine how best to create the new look. Graphis: Branding Transform Awards North America: Best Visual Identity from Travel, Brand Evolution Monotype 2019 Type Champions Award: Honoree use of Memorable Typography Even with a very human reputation and 40+ consecutive years of profitability, Southwest Airlines isn’t immune to competitive and market pressures. Here’s what Southwest said about their new logo: The new logo reveals the Southwest heart, which modernize the brand identity to keep up with a world that cannot slow down. carriers, with 32 inches of pitch on its 737-800s and a 31-inch pitch on its 737-700s. That said, Southwest offers more legroom than many other domestic U.S. The airlines entire fleet of Boeing 737 aircraft is only equipped with economy seats. ![]() If you want to fly first class, dont fly Southwest. What was once a plane flying over a simple black type, now is an entirely different symbol, but yet, Southwest remained true to its previous branding. Cons of Flying Southwest Airlines No First Class. “The hope is that the Collection inspires those undergoing a rebrand to deeply think about the role typography plays in communicating their story and to connect in truly authentic ways.Southwest Airlines is one of the largest low cost airlines in the United States, that’s what the company is best known for, and over the last few years its logo has been a combination mark with the company name in bold capital letters with an illustration of a plane on top of it. “After decades spent polishing their appearances, brands today are embracing their more human sides," he said. Rhatigan explained that the difference was crucial: “Southwest Sans has more open forms, and some warmer, simplified shapes compared to Helvetica, which should make it easier to take in words at a glance.” Also, he said, by switching from a typeface as widely used as Helvetica, “even the simplest uses will display a touch of personality.”Ībbot, who collaborated with Monotype to produce a booklet about how typefaces can bring versatility and warmth to a corporation, said Southwest’s redesign speaks to a broader shift in the way that businesses interact with their customers. Monotype’s Dan Rhatigan and Jim Ford designed Southwest Sans, an easy-reading face that is nevertheless a tonal shift from the ultra-neutral Helvetica face that Southwest had been using. The new icon was accompanied by a revamped typeface. The first stage was to replace its two separate logos: the “Winged Heart” and the “Take-Off” symbol (a plane in flight over their name) Their updates, Lippincott said, aimed for a modern look that also demonstrated that “despite its fun-loving personality, Southwest Airlines is a really buttoned-up operation.” Southwest wanted to capitalize on its reputation for humanity and customer loyalty while also making a new, visual bid to attract customers. According to Rodney Abbot, a senior partner at Lippincott (the storied agency that directed the change), the makeover was about “uncovering the true Southwest, not about creating a new Southwest.” As the craft of branding evolves and expands across all businesses, it's a textbook example of how companies express their values through design. ![]() The new logo and font, unveiled last September, were commissioned as part of the airline's “ brand refresh,” a redesign aimed at updating the company’s look without changing its overall tenets. ![]() Southwest Airlines recently got a brand new heart-and a custom typeface to match.
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